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01657cam a2200265u 4500 |
| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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ta |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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080703s2008 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780071284400 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126094907.0 |
| CONTROL NUMBER |
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30539 |
| CONTROL NUMBER IDENTIFIER |
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UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Belch, George E. |
| TITLE STATEMENT |
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| Title |
Advertising and promotion : |
| Remainder of title |
an integrated marketing communications perspective / |
| Statement of responsibility, etc |
George E. Belch & Michael A. Belch. |
| EDITION STATEMENT |
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| Edition statement |
8th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
Boston, Mass. : |
| Name of publisher, distributor, etc |
McGraw-Hill, |
| Date of publication, distribution, etc |
c2008. |
| PHYSICAL DESCRIPTION |
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| Extent |
xxv,838 p. : |
| Other physical details |
ill ; |
| Dimensions |
29 cm. |
| GENERAL NOTE |
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| General note |
Includes bibliographical references and index. |
| SUMMARY, ETC. |
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| Summary, etc |
The field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies. Marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize the myriad of media outlets-print, radio, cable, satellite TV, and now the Internet. Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. Belch/Belch conveys throughout the text that one must recognize how a firm uses all of the promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, or theme of the text, catapults the reader into the business practices of the 21st century. |
| STUDY PROGRAM INFORMATION NOTE |
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| Program name |
MARK333 MARK940 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Sales promotion. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Communication in marketing. |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Belch, Michael A. |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |